The Rest Is Entertainment I Want My MTV! - The Youthquake Begins (Part 1)
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Nov 19, 2025 Explore the thrilling origin of MTV and its revolutionary impact on music in 1981. Delve into the initial resistance from American record labels to embrace music videos, contrasting the UK's vibrant scene. Discover the chaos of MTV's launch, the incredible early playlist, and how rural cable markets helped spread its influence. The iconic 'I Want My MTV' campaign emerges as a pivotal force, alongside Michael Jackson's game-changing videos that reshaped the channel's identity and broadened its cultural reach.
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Rock Radio On TV Felt Obvious But Risky
- Warner Amex executives saw a lucrative teenage market underserved by TV and imagined "rock radio on TV" for 12–34 year olds.
- The idea sounded obvious but faced a major supply problem because American labels weren't making music videos yet.
British Videos Saved MTV's Launch
- Britain had already embraced music videos to supply shows like Top of the Pops, so UK labels invested in visual identity.
- That British supply became crucial because American record companies initially refused to provide videos.
A Messy, Very British First Day
- MTV's first day (Aug 1, 1981) was a technical mess with pre-recorded links and wrong orders, airing only in New Jersey.
- They still launched with very British playlists and a group of inexperienced VJs recruited from odd jobs.